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Authors
ONIFADE Temitayo Alice 1; EKE Obike Tony 2; EFFION Okon Oyo 3; DARAMOLA G. C. 4
1, 2, 3 & 4Department of Business Administration,
College of Management Sciences,
Bells University of Technology, Ota, Ogun State, Nigeria.
Abstract
Research Objectives: The study determined the effect of brand awareness on customer purchase intention of users of skin care products.
Methodology: One hundred and sixty (160) questionnaires administered to users of skin care products in Ikeja and Agege local government areas, one hundred and twenty-five (125) of them were correctly attended to. In analyzing the questionnaire, descriptive statistics of frequency and simple percentage were used in classifying data, (the demographic information of the respondents) while inferential statistics of Simple Linear Regression was used in testing of the three (3) hypotheses.
Findings: The study discovered that brand image, brand attachment and brand equity have positive and significant effects on customers’ purchase intention. The study concluded that brand awareness has a positive and significant effect on customers’ purchase intention.
Recommendations: The management of skin care products companies should intensify efforts to improve the brand awareness creation for their products to support customers’ repurchase intention. It also recommended that the companies should not compromise the quality of their products as it is one of the critical determinants for brand attachment. Lastly, the study recommended that the marketing units of the companies need to continuously and constantly integrate their brands into their supporting marketing programs.
Key words: Brand, brand awareness, consumer behavior, customer, purchase. intention.
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